2008 – 2010:
Do you know the difference between online campaign artwork and digital design? After 6 years I decided to take a break and go back to interaction design as a freelancer. It became clear that advertising agencies were struggling to accommodate digital design thinking and focused on DM artwork instead. Although the work was too granular and campaign driven, I benefited greatly from working with creative directors of the highest caliber.

6

 

After I left AO, I was burnt out. I wanted to freelance, work 9 – 5, rediscover my love for design. But in the time that I had been off the market, designers had become artworkers, no longer developing or designing in the browser, churning out every page of a design with IAs (not experience designers) instructing them on how to put a digital flow and layout together. To make matters worse, advertising agencies were asking their concepting teams to do all of the digital thinking.

 

It was a brand new digital world and designers were not the beneficiaries, so I lasted 2 years creating digital campaigns before I turned my back on visual design and got back to designing experiences again. However, the time I spent working with world class creative directors sharpened my standards and disciplined my creative thinking.

 

'REALISE THE POTENTIAL', 'PERCEPTION OF COVERAGE' AND 'PREFERRED SEATING' CAMPAIGNS

‘REALISE THE POTENTIAL’, ‘PERCEPTION OF COVERAGE’ AND ‘PREFERRED SEATING’ CAMPAIGNS

 

< 2001 – 2007: Creative and UX Direction   |   2010 – today: Experience strategy >